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/ COVARIO
2014
MAKING BETTER ONLINE BUSINESS
DECISIONS WITH ANALYTICS
Aaron Wester,
Director of Analytics,
Covario
Steve Beatty,
Senior Director SEO,
Covario
WITH YOU TODAY
AGENDA
• INTROS
• FUTURE TRENDS
• SEARCH ANALYTIC ISSUES FOR ENTERPRISE
BUSINESSES
• ONLINE DATA DRIVEN STRATEGIES
A LITTLE ABOUT US
A brief introduction to Covario…
COVARIO CONFIDENTIAL / DO NOT DISTRIBUTE
/ COVARIO /
11 LOCATIONS
US Headquarters in San Diego…
EMEA Headquarters in London
COVARIO CONFIDENTIAL / DO NOT DISTRIBUTE
/ COVARIO /
200+ EMPLOYEES
Thought leaders in the search arena
COVARIO CONFIDENTIAL / DO NOT DISTRIBUTE
CONTENT
MARKETING
SOCIAL
ENGAGEMENT
SITE ANALYTICS
MULTIVARIATE
TESTING
MOBILE
MA...
8 / ©2013 Covario, Inc. All rights reserved.
We LOVE data
And it is at the foundation of everything we do…
SEARCH DELIVERED SMARTER
Is our tagline, and our vision is to be the world’s dominant search marketing agency...
TRENDS FOR ONLINE AND DEVICES
Making Better Online Business Decisions with Analytics
81%
92%
82%
MULTI-SCREEN DEVICES: CURRENT STATE
2013
47%
86%
Mobile
Phone
Connected TV
Traditional TV
Computer Tablet
Devi...
85%
MULTI-SCREEN DEVICES: CURRENT STATE
2016
Mobile
Phone
Connected TV
Traditional TV
Computer Tablet
Devices that will be...
THE ANALYTICS DILEMMA
Making Better Online Business Decisions with Analytics
14
CUSTOMERS DIFFERENT JOURNEYS
Research Decision
Buy 60 Days
30 Days
14 Days
Same
Session
Audience Attribution
Awareness
...
NOT ENOUGH FOCUS ON BASIC ATTRIBUTION
50%50%
Results
Yes
No
Do you feel your current
analytics setup gives you
insight to ...
Paid Natural
Search
Direct
30 Day Session Same Session
Paid Natural
Search
Direct
X
MM
X
MM
X
MM
Same Session gives
more t...
THE GAP CAN WIDEN OVER TIME!
30% Gap
14 Day Sessions
Same Sessions
Major Traffic
Event
Major Traffic
Event
TrafficintheMil...
TAKEAWAYS
• Do you Really Understand the Customer User Journey?
• Are you there throughout it?
• Are you tracking it from ...
MAKING BETTER ONLINE DATA DRIVEN
STRATEGIES
Making Better Online Business Decisions with Analytics
CRITICAL MASS
Vinton Cerf – Chief Internet Evangelist, Google
“So, for me, working with
larger companies has
often been ve...
DATA, DATA, DATA
Data Harvesting
Tag Management
Data Repositories
ETL
Data Visualizations
SQL Server
Google AdWords
Google...
CRITICAL MASS = FOCUSED INSIGHTS
22 / ©2012 Covario, Inc. All rights reserved.
• Tell a story.
• Tell a story right.
• Tel...
/ COVARIO
THE NEW NORM: SEQUENTIAL SCREENING
24 / ©2012 Covario, Inc. All rights reserved.
of research respondents use
multiple scre...
SEQUENTIAL SCREENING: TRENDS
25 / ©2012 Covario, Inc. All rights reserved.
Base: Have Started Activity on One Device & Con...
SEQUENTIAL SCREENING: SMARTPHONES
26 / ©2012 Covario, Inc. All rights reserved.
Browsing
The internet
Social
Networking
Sh...
SEQUENTIAL SCREENING: DESKTOPS
27 / ©2012 Covario, Inc. All rights reserved.
Browsing
The internet
Social
Networking
Shopp...
SEQUENTIAL SCREENING: TABLETS
28 / ©2012 Covario, Inc. All rights reserved.
Browsing
The internet
Social
Networking
Shoppi...
STRIKE 3 – YOU’RE OUT!
Q: With emergence of sequential screening – by
device, does more pre-conversion fall-off occur
afte...
TIME PARTING > PLAYBOOK
Who to reach, what devices to
reach them on, and when?
Benefits:
• Multi-Device Intersections & De...
MULTI-DEVICE DAY PARTING (UK)
31 / ©2012 Covario, Inc. All rights reserved.
The Multi-Media Path to Purchase, ComScore; ht...
UNIQUE DAY PARTING INTERSECTIONS
32 / ©2012 Covario, Inc. All rights reserved.
12pm 5pm5am 9pm
PPC campaign conversions co...
WHAT ABOUT ORGANIC SEARCH BEHAVIOR?
33 / ©2012 Covario, Inc. All rights reserved.
Organic search key terms correlated by d...
COMPETITIVE BENCHMARKING
34 / ©2012 Covario, Inc. All rights reserved.
Bit.ly/16TBAFTA+
BARRIERS
•Sequential screening conversions may be
disrupted by:
– Lack of relevant tailored content for optimal user exper...
CLOSING THOUGHTS
36 / ©2012 Covario, Inc. All rights reserved.
“The temptation to form premature theories upon
insufficien...
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Making Better Online Business Decisions With Analytics: Making Better Online Data Driven Strategies

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How many companies are making good business decisions with their online data? During our session we discuss cross device trend, holiday trends, attribution modeling, and why it’s important to have the correct model in place to help your business.
Speakers:
Steve Beatty, Organic Search Director, Covario
Aaron Wester, Director Analytics, Covario

Published in: Marketing
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Making Better Online Business Decisions With Analytics: Making Better Online Data Driven Strategies

  1. 1. / COVARIO 2014 MAKING BETTER ONLINE BUSINESS DECISIONS WITH ANALYTICS
  2. 2. Aaron Wester, Director of Analytics, Covario Steve Beatty, Senior Director SEO, Covario WITH YOU TODAY
  3. 3. AGENDA • INTROS • FUTURE TRENDS • SEARCH ANALYTIC ISSUES FOR ENTERPRISE BUSINESSES • ONLINE DATA DRIVEN STRATEGIES
  4. 4. A LITTLE ABOUT US A brief introduction to Covario…
  5. 5. COVARIO CONFIDENTIAL / DO NOT DISTRIBUTE / COVARIO / 11 LOCATIONS US Headquarters in San Diego… EMEA Headquarters in London
  6. 6. COVARIO CONFIDENTIAL / DO NOT DISTRIBUTE / COVARIO / 200+ EMPLOYEES Thought leaders in the search arena
  7. 7. COVARIO CONFIDENTIAL / DO NOT DISTRIBUTE CONTENT MARKETING SOCIAL ENGAGEMENT SITE ANALYTICS MULTIVARIATE TESTING MOBILE MARKETING ANALYTICS OPTIMIZATION LANDING PAGE OPTIMIZATION PAID SEARCH ROI FORECASTING SEO PAID SOCIAL MULTI-CHANNEL INTEGRATION RE-TARGETING DISPLAY MEDIA / COVARIO / A COMPLETE LINE Of digital marketing services
  8. 8. 8 / ©2013 Covario, Inc. All rights reserved. We LOVE data And it is at the foundation of everything we do…
  9. 9. SEARCH DELIVERED SMARTER Is our tagline, and our vision is to be the world’s dominant search marketing agency...
  10. 10. TRENDS FOR ONLINE AND DEVICES Making Better Online Business Decisions with Analytics
  11. 11. 81% 92% 82% MULTI-SCREEN DEVICES: CURRENT STATE 2013 47% 86% Mobile Phone Connected TV Traditional TV Computer Tablet Devices that are currently considered most important by US Marketers Emarketer/Nielsen Survey October 2013
  12. 12. 85% MULTI-SCREEN DEVICES: CURRENT STATE 2016 Mobile Phone Connected TV Traditional TV Computer Tablet Devices that will be considered most important in 2016 by US Marketers Emarketer/Nielsen Survey October 2013 75% 85% 98% 99%
  13. 13. THE ANALYTICS DILEMMA Making Better Online Business Decisions with Analytics
  14. 14. 14 CUSTOMERS DIFFERENT JOURNEYS Research Decision Buy 60 Days 30 Days 14 Days Same Session Audience Attribution Awareness Decision Action 1 2 1 23 3 Action How LONG will it Take to CONSIDER?
  15. 15. NOT ENOUGH FOCUS ON BASIC ATTRIBUTION 50%50% Results Yes No Do you feel your current analytics setup gives you insight to help online channel success and investments? Is your organization currently running Online Attribution Modeling? 33% 67% Results yes no Does your organization invest in, or plan to invest in Online Attribution Modeling in 2014? 50% 34% 16% Results yes no Unknown ANALYTIC CHALLENGES
  16. 16. Paid Natural Search Direct 30 Day Session Same Session Paid Natural Search Direct X MM X MM X MM Same Session gives more traffic weight to Direct Channel X MMX MM X MM 25% 28% -28% Paid and Organic are more accurately weighed in 30 day CHANNEL SUCCESS ISN’T ALWAYS THE “SAME”
  17. 17. THE GAP CAN WIDEN OVER TIME! 30% Gap 14 Day Sessions Same Sessions Major Traffic Event Major Traffic Event TrafficintheMillionsPercentageofGap ANALYTIC CHALLENGES Major Traffic Event
  18. 18. TAKEAWAYS • Do you Really Understand the Customer User Journey? • Are you there throughout it? • Are you tracking it from first touch to last? • Look at your Data and Analytics Setup is more investment needed? Probably • Not All Channel’s are measured Equally, but certainly can be!
  19. 19. MAKING BETTER ONLINE DATA DRIVEN STRATEGIES Making Better Online Business Decisions with Analytics
  20. 20. CRITICAL MASS Vinton Cerf – Chief Internet Evangelist, Google “So, for me, working with larger companies has often been very satisfying, precisely because of the ability of bringing critical mass to bear on a given effort.”
  21. 21. DATA, DATA, DATA Data Harvesting Tag Management Data Repositories ETL Data Visualizations SQL Server Google AdWords Google Analytics Adobe Analytics Suite Critical Mass
  22. 22. CRITICAL MASS = FOCUSED INSIGHTS 22 / ©2012 Covario, Inc. All rights reserved. • Tell a story. • Tell a story right. • Tell a story right now. • Tell a story better. • Tell a better story.
  23. 23. / COVARIO
  24. 24. THE NEW NORM: SEQUENTIAL SCREENING 24 / ©2012 Covario, Inc. All rights reserved. of research respondents use multiple screens sequentially to accomplish a task over time 90% The New Multi-Screen World Study, Think Insights, Google; http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html 98% move between devices that same day
  25. 25. SEQUENTIAL SCREENING: TRENDS 25 / ©2012 Covario, Inc. All rights reserved. Base: Have Started Activity on One Device & Continued on Another (1455). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select “I have not done this”. Top activities performed when sequentially screening between devices Internet Browsing Social Networking Shopping Online Searching Managing Finances Planning a Trip Watching Online Videos
  26. 26. SEQUENTIAL SCREENING: SMARTPHONES 26 / ©2012 Covario, Inc. All rights reserved. Browsing The internet Social Networking Shopping Online Searching for info Managing Finances Planning a Trip Watching an Online Video 65% 63% 65% 47% 59% 66% 56% 60% 58% 61% 45% 56% 58% 48% 4% 5% 4% 3% 3% 8% 8% Started on a smartphone Continued on a PC Continued on a Tablet Base: Have Started Activity on One Device & Continued on Another (1455); Searching (923), Browsing (1172), Shopping (969), Planning a Trip (627), Finances (675), Social (1041), Watching a Video (623). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select “I have not done this”. Smartphones are the most common starting place for online activities
  27. 27. SEQUENTIAL SCREENING: DESKTOPS 27 / ©2012 Covario, Inc. All rights reserved. Browsing The internet Social Networking Shopping Online Searching for info Managing Finances Planning a Trip Watching an Online Video 29% 30% 25% 38% 34% 30% 34% 23% 24% 19% 31% 29% 27% 24% 6% 6% 5% 7% 6% 4% 10% Started on a PC/Laptop Continued on a smartphone Continued on a tablet Desktops are most often a starting point for more complex activities Base: Have Started Activity on One Device & Continued on Another (1455); Searching (923), Browsing (1172), Shopping (969), Planning a Trip (627), Finances (675), Social (1041), Watching a Video (623). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select “I have not done this”.
  28. 28. SEQUENTIAL SCREENING: TABLETS 28 / ©2012 Covario, Inc. All rights reserved. Browsing The internet Social Networking Shopping Online Searching for info Managing Finances Planning a Trip Watching an Online Video 7% 7% 11% 15% 7% 4% 11% 1% 1% 0% 1% 1% 2% 2% 6% 6% 10% 14% 6% 3% 9% Started on A tablet Continued on smartphone Continued on a PC Tablets are most often a starting point for shopping and trip planning Base: Have Started Activity on One Device & Continued on Another (1455); Searching (923), Browsing (1172), Shopping (969), Planning a Trip (627), Finances (675), Social (1041), Watching a Video (623). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select “I have not done this”.
  29. 29. STRIKE 3 – YOU’RE OUT! Q: With emergence of sequential screening – by device, does more pre-conversion fall-off occur after 1-strike or 2-strikes? 29 / ©2012 Covario, Inc. All rights reserved. Device Task 1 Incomplete Conversion Device Task 1 Incomplete ConversionTask 2 Mobile 15% Tablet 10% Desktop 61% Mobile 48% Tablet 44% Desktop 36%
  30. 30. TIME PARTING > PLAYBOOK Who to reach, what devices to reach them on, and when? Benefits: • Multi-Device Intersections & Deflections • Relevant & Timely Focused Insights • Efficiently manage ad campaigns on tight budget • Competitive & generic benchmarking • Revealing conversion correlations
  31. 31. MULTI-DEVICE DAY PARTING (UK) 31 / ©2012 Covario, Inc. All rights reserved. The Multi-Media Path to Purchase, ComScore; http://www.comscore.com/Insights/Presentations_and_Whitepapers/2013/The_Multi-Media_Path_to_Purchase
  32. 32. UNIQUE DAY PARTING INTERSECTIONS 32 / ©2012 Covario, Inc. All rights reserved. 12pm 5pm5am 9pm PPC campaign conversions correlated by device, then Day-Parted Does conversion rate change when regular business hours end? I want the highest conversions, but I don’t want to pay a lot to get them!
  33. 33. WHAT ABOUT ORGANIC SEARCH BEHAVIOR? 33 / ©2012 Covario, Inc. All rights reserved. Organic search key terms correlated by device, then Day-Parted 0% 5% 10% 15% 20% 25% 30% 35% 40% 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am Desktops Tablets Mobile Effect on display ads performance, and on-page engagement? What about Google’s focus on Freshness for reciprocal search ranking? If your content updates occur at 5am, but your traffic peaks later in day…
  34. 34. COMPETITIVE BENCHMARKING 34 / ©2012 Covario, Inc. All rights reserved. Bit.ly/16TBAFTA+
  35. 35. BARRIERS •Sequential screening conversions may be disrupted by: – Lack of relevant tailored content for optimal user experience – Lack of coordinated campaign targeting – Lack of responsive design controls – Lack of load-time optimization on device transitions – Lack of analysis around multi-device time parted intersections – Lack of multi-touch attribution insights – Lack of sessionized pathing visibility across devices 35 / ©2012 Covario, Inc. All rights reserved.
  36. 36. CLOSING THOUGHTS 36 / ©2012 Covario, Inc. All rights reserved. “The temptation to form premature theories upon insufficient data is the bane of our profession.” – Sherlock Homes, fictional detective

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